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Wie profitiert Marketing von Wissensmanagement?

Wenn wir die Begriffe Marketing zu "alle marktgerechten und marktgerichteten Aktivitäten eines Unternehmens" und Wissensmanagement zu "alle auf die Wissensbasis eines Unternehmens Einfluss nehmenden Aktivitäten" extrem komprimieren, stellt sich unweigerlich die Frage nach dem Zusammenspiel dieser beiden so erfolgsentscheidenden Bereiche.

Stan Garfield ist dieser Frage in seinem Weekly Knowledge Management blog nachgegangen und kam zu folgenden (gekürzten Schlüssen):

Using Web 2.0 technologies often associated with knowledge management, corporate marketing can better engage with both employees and customers. Here are ten ways to do so:

1. Threaded discussions: forums for carrying on discussions among subscribers on a specific subject, including online and email posts and replies, searchable archives, and discussions grouped by threads to show the complete history on each topic

2. Social software: a range of tools which facilitate social networking, typically personal web pages including bios, photos, interests, audio and video, links to friends, messages from friends, and personal networks; often referred to as Web 2.0 to include a broad range of tools such as blogs, wikis, and RSS feeds

3. Bookmarks and tags: information about information – data fields added to documents, web sites, files, or lists which allow related items to be listed, searched for, navigated to, syndicated, and collected

4. Community spaces: Collaboration sites to share files, hold meetings, conduct polls, and maintain lists

5. Portals: Unified user access interfaces and repositories of documents and information

6. Wikis: Web pages which can be edited by any user for interactive content development by multiple people

7. Webcasts and webinars: Web-based broadcasts of video, audio, and slides; allow questions to be entered anonymously

8. Blogs: Web logs to post news updates, solicit comments, and take advantage of RSS syndication capability

9. Podcasts: Recorded broadcasts available on demand or by subscription for those who prefer audio, like to listen while performing other tasks, or who are not usually connected to the network and subscribe for automatic downloads of the broadcasts through RSS syndication

10. Videos: Recorded videos available on demand for those who prefer video, when there is important visual content, or for special occasions

Die Ausführungen zu den internen und externen Aspekten aller Punkte finden sich im Originalbeitrag "What can knowledge management processes and tools do for corporate marketing?".

Verfasst von Hans Fischer um 19.05.08 10:57